We created a sampling progam where parents (and others) could send free issues of Businesweek to their millennial that's still living at home. Not-so-subtle ecards helped drop the hint and informed them of their incoming free subscription. We also took the campaign into the real world by printing and giving away the cards at select Papyrus stores across San Francisco and New York. The campaign gained a bunch of free press and, in the end, one out of every five visitors to the site signed up for a subscription.